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Evaluation of an Std Education Media Campaign

Author

Listed:
  • Jack McKillip

    (Southern Illinois University at Carbondale)

  • Kimm Baldwin

    (Southern Illinois University at Carbondale)

Abstract

A multimedia sexually transmitted disease (STD) education campaign was evaluated on a college campus. Media coverage and telephone interviews concerning the health topics of condom use, moderate alcohol use, and regular exercise were examined for four weeks prior to the campaign, during the campaign week, and for three weeks after the campaign. Compared to the other health topics, the condom use topic received more media coverage and more audience exposure, was discussed more, and showed an increase in supportive beliefs. Results demonstrated the increased power for a control construct research design that compares measures of a target construct (condom use) with those of control constructs (moderate alcohol use, and regular exercise) and supported belief change and agenda setting effects for the educational campaign.

Suggested Citation

  • Jack McKillip & Kimm Baldwin, 1990. "Evaluation of an Std Education Media Campaign," Evaluation Review, , vol. 14(4), pages 331-346, August.
    • Handle: RePEc:sae:evarev:v:14:y:1990:i:4:p:331-346
    DOI: 10.1177/0193841X9001400401
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